| Summary: | Indonesian coal production continues to increase every year, in 2005
production reached 151 million tons and increased until the end of October 2010, coal
production in Indonesia amounted to 200 million tonnes and is expected to increase
upto 290 million tonnes at the end of 2010. The high demand for coal as an energy
source may affect the growth of coal-shipping industry itself, as a means of
transportation of coal trade. The number of Indonesian-flagged barge has reached
more than 1000 units until now.
Cabotage principle applied by the government, namely national empowerment
requiring ships sailing in the customs territory of Indonesia should use the nationallyowned
ship, shiping Indonesia industry is very exciting. PT. XYZ is a shipping
company transporting coal, which has a market share of 8% with 3 million tons of
freight each year.
To find out whether the company's business strategy is correct already, then
need to evaluate strategy to compete by using SWOT analysis tool, after conducting
an internal analysis then it might determine the key success factor, whereas to seek
the alternative strategy at PT. XYZ can use the TOWS and IE matrix.
EFE analysis results obtained scores above average, which means to face PT.
XYZ opportunity has been utilized by maximum. Due to IFE analysis result obtained
a total score is below average, which means companies internal strengthened skill is
still weak. By using SWOT analysis matrix, PT. XYZ is located at turnaround
strategy quadrant, which means companies face enormous market opportunity,
unfortunatelly there are some constraints due to the weakness of the company's
internal resources. The company's strategy right now is not correct yet, eventhough it
has been respond the opportunity properly and ready to face the threat, therefor
companies might be able implement the alternativestrategy such as market
development, market penetration, and product development.
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